We help readers engage with their passions and make the most of their lives. We’ve evolved into a news and lifestyle destination,— making The New York Times a more essential, more valuable and more culturally relevant.
Engaged
In April 2025, readers spent an average 92 minutes on The New York Times Digital², far outpacing traditional competitors, and beating social platforms like Snapchat, Pinterest, and LinkedIn.
High Purchasing Power
$1 in every $3 spent by affluents in the past 12 months was spent by a Times reader³. And this is more than other publishers like Bloomberg, The Wall Street Journal, The Washington Post, Vogue, and Forbes.
Influential
Since 2016, Opinion Leaders and Policy Makers have consistently named The New York Times as the #1 most influential source⁴.
50-100M
people visit The Times each week to read, play, watch, cook, and shop.⁵
50%
Bundle and multiproduct subscribers now make up half of our total audience.⁶
50%
of our audience lives in the Midwest and the South regions.⁷
37%
of our audience is outside the United States.⁸
35%
of our audience identifies as BIPOC, Asian, or Other/Multiple.⁹
34%
34% of our audience is “middle of the road”, the biggest segment in terms of orientation.¹⁰
Games
Last year, our puzzles were played more than 11.1 billion times.¹¹
Cooking
Nearly 70% of subscribers return to Cooking week over week.¹²
Wirecutter
Last year, Wirecutter drove $1 Billion in commerce.¹³
The Athletic
The Athletic has one of the largest sports newsroom in the world and their audience has doubled since we acquired it.¹⁴
News
In 2024, NYT ranked 1st among digital news destinations in time spent per visitor.¹⁵
Measurement Solutions
Insights from Times campaigns inform our media recommendations and audience targeting strategies, enabling our partners to optimize future campaigns and achieve their advertising objectives.
For campaigns that qualify, we can provide 1P and 3P measurement solutions, including brand lift and attribution studies, across all New York Times platforms, channels and formats.
Adding audio and print to a digital campaign boosts impact in Brand Preference (+16%) and Action Intent (+29%).¹⁶
Campaignscope
This proprietary measurement solution is our comprehensive investigation into campaign performance and audience insights across all of The New York Times.
Campaignscope looks at every impression served, regardless of targeting, to deliver audiences prime for targeting that might have not been considered.
Kaleidoscope
Inform campaign strategies by leveraging our first-party insights platform.
Gain deep, cross-platform insight into how audiences engage and how products perform across The New York Times to set a winning course from the start of every campaign. Drawing on audience understanding and historical performance by format, category and content, Kaleidoscope steers brands toward impact.
Access 200+ audience segments.¹⁷
Times Advice
The Times leverages its Times AdVice panel to gain invaluable insight, helping inform strategic decisions and optimize campaign performance.
The Times AdVice is an exclusive community of over 9,000 highly engaged Times readers spanning more than 60 countries. This panel regularly participates in surveys focused on their habits, preferences and interactions with our products. Through the Times AdVice panel, advertisers gain direct access to actionable insights on key topics such as advertising effectiveness, cultural trends and brand/product awareness.
Over 100 million registered readers place trust in our data privacy policy, which is privacy-forward and transparent. Our first-party portfolio supports data privacy without sacrificing audience insights. Understanding our audience is at the heart of what we do. It powers New York Times Advertising's work with brands and companies, helping them understand what audiences care about now and what they will care about next.
1. Comscore Multi-Platform Key Measures, Desktop 2+ and Total Mobile 18+, Jan 2023 - Apr 2025. U.S. Only. NYT includes The Athletic post-migration, Wordle, Games, Cooking, Audio App, Wirecutter.
2. Comscore Multi-Platform Key Measures, Desktop 2+ and Total Mobile 18+, Apr 2025. U.S. Only. NYT includes The Athletic post-migration, Wordle, Games, Cooking, Audio App, Wirecutter.
3. Ipsos Affluent Survey USA Double-base 2024 Adults 18 or older, HHI $125,000+. Total Brand Footprint (past 30 days). Weighted by Household.
4. Erdos Media Research 2024 Opinion Leaders Study. The New York Times Print & Digital Reach (Print Weekday/Sunday) / ( Digital Unique Monthly Users - Web/App). | Print Rank is from Erdos Media Research, Opinion Leaders Study 2004 -2024, based on all print media, broadcast/cable, and digital web/app media measured by Erdos Media Research.
5. NYT Internal Data, 2025. These metrics are calculated using internal company data and methodologies that would not align with syndicated/3rd party data providers like Comscore or Ipsos.
6. NYT Internal Data as of Q1 2025. These metrics are calculated using internal company data and methodologies that would not align with syndicated/3rd party data providers like Comscore or Ipsos.
7. Ipsos Affluent Survey USA Spring 2024 Adults 18 or older, HHI $125,000+. The New York Times Total Brand Footprint (past 30 days).
8. Similarweb Jan-June 2025, Worldwide data.
9 & 10. MRI-Simmons Winter 2025. NYTimes.com website/app; past 30 days. The New York Times Newspaper (Weekday/Sunday.
11: NYT Internal Data 2024.
13: Internal Wirecutter Data, 2024.
14: Comscore Multi-Platform Key Measures, Jan 2025 vs Jan 2022.
16. Source: NYT Internal Benchmarks, brand lift studies conducted between January 1, 2022 and March 31, 2025.
17. NYT Internal Data.